
NEW LOGO

CLOTHING TAG

EARLOCK MAILER BOX (CLOSED)

Growing up, Hot Topic was crucial in forming my identity. It catered to all my interests that my mom hated. But I’ve grown up a little bit, and I thought Hot Topic should grow up with me. I wanted to take it’s existing identity, loud and brash, and refine it. I felt it needed a touch of mystery and dark intrigue, drawing some inspiration from the occult. I used collage and visual texture to maintain some of that frenzied energy of the current brand, but sharpened it with stark black and white and a blackletter inspired typeface.